广汽本田营销模式研究

广汽本田营销模式研究

摘要：广州本田是我国汽车市场中的一个强势品牌，广州本田在近几年的发展和成功都是有目共睹的。而它取得的成果取决于在中国独特的营销模式。基于此，本文对其营销模式进行研究。在日益激烈的市场竞争中，好的营销模式非常重要，成功的营销模式会让企业具有强有力的竞争优势，立于不败之地。本论文希望通过对广州本田营销模式的研究，给本田企业及国内其他汽车企业的发展提供参考意见，从而带来长远的效益。本文从前人的研究出发，通过对广州本田营销现状进行分析的基础上，指出广汽本田市场营销面临的挑战，然后针对挑战提出改进对策及建议。

关键词：营销模式；营销；广汽本田

Honda marketing model research

Abstract：Guangzhou Honda is a strong brand in China's automotive market,

Guangzhou Honda in recent years, the development and success are obvious to all.

And its results depend on the unique marketing model in china. Based on this, this

paper studies the marketing model. In the increasingly fierce market competition, a

good marketing model is very important, successful marketing model will allow

enterprises to have a strong competitive advantage, in an invincible position. This

paper hope that through the study of Guangzhou Honda marketing model, to Honda

and other domestic enterprises to provide reference for the development of the

automobile, thus bringing long-term benefits. This article from the previous study,

through the analysis of the status of Guangzhou Honda marketing, pointed out that the

Honda marketing challenges, and then put forward countermeasures and suggestions

for improvement.

Key words：Marketing model；Marketing；Guangqi Honda

目录

1 绪论....................................................................................................................................... 1

1.1 研究背景 ................................................................................................................... 1

1.2 研究意义 ................................................................................................................... 2

2 广州本田的营销现状分析 ................................................................................................... 3

2.1 广州本田概况 ........................................................................................................... 3

2.2 广汽本田的发展现状 ............................................................................................... 3

2.3 广州本田营销模式分析 ........................................................................................... 5

2.4 广州本田营销策略分析 ........................................................................................... 6

2.4.1 产品策略 ....................................................................................................... 6

2.4.2 价格策略 ....................................................................................................... 7

2.4.3 渠道策略 ....................................................................................................... 7

2.4.4 促销策略 ....................................................................................................... 8

2.4.5 服务策略 ....................................................................................................... 9

3 广汽本田市场营销面临的挑战分析 ................................................................................. 10

3.1 竞争对手的挑战 ..................................................................................................... 10

3.2 环境的挑战 ............................................................................................................. 10

3.2.1 新车型不断涌现 ......................................................................................... 10

3.2.2 汽车产业发展政策的要求 ......................................................................... 11

3.2.3 环境保护的挑战 ......................................................................................... 11

3.3 广州本田自身存在的缺陷 ..................................................................................... 11

3.3.1 “4S”店成本高 ......................................................................................... 11

3.3.2 质量存在问题 ............................................................................................. 12

3.3.3 自主创新研发投入几乎为零 ..................................................................... 13

4 广州本田营销模式创新 ..................................................................................................... 14

4.1 加强品牌建设 ......................................................................................................... 14

4.2 借助于美国新车污染管理体系 ............................................................................. 14

4.3 拓展汽车后市场经营 ............................................................................................. 14

4.4 降低4S店成本 ....................................................................................................... 15

4.5 完善质量管理体系 ................................................................................................. 15

4.6 提升自主研发能力 ................................................................................................. 15